Marketing is changing rapidly, and it has reached the point that some schools of thought now advocate throwing out the rule book entirely and instead running on a constant diet of experimentation and reinvention.

Most of this evolution comes from changing tech. As technology evolves, so do marketing opportunities. You just need to look at social media, paid search and marketing automation to see how tech has upended strategies in recent years.

These changes are just the beginning. One of the megatrends that is reaching the point of widespread viability is artificial intelligence, and this is starting to influence marketers in a number of ways.

“There are many tech trends in marketing today, and when you look closely at them, they all leverage artificial intelligence in one form or another,” says Isabel Kantor, SVP of technology at digital marketing agency Organic.

With that in mind, here are five of the tech trends that are changing marketing right now — and yes, all of them tie back to AI.

1. Voice-Enabled Search

Voice search isn’t new. Apple’s Siri debuted almost 10 years ago, and Amazon Alexa turns five in November. What is new is consumer uptake, however. Earlier this year, a Microsoft study found that 72 percent of consumers currently use voice commands for search, and by 2020 an estimated three quarters of U.S. households will have at least one smart speaker.

“Driven by mobile AI assistants and in-home smart speaker penetration, this will quickly become the primary search input in the near future,” predicts Bill Rice, founder and CEO of marketing agency Kaleidico.

The emphasis on voice means that marketers need to start paying serious attention to how their messages work over audio.

“What does this mean for marketers?” asks Kantor. “Your SEO strategy should include voice search in addition to text.”

2. Data-Driven Personalization

A second trend that has been around for a while but is picking up steam from tech innovation is personalization. The cloud has given marketers a lot more customer data to work with, and advancements in easier analytics mean that marketers must now use the data for increased personalization that wasn’t possible even a few years ago.

“Social media and web platforms have collected so much consumer data that it is almost irresponsible to not inform and target your marketing with data,” says Rice. “The practice is becoming so predominant that a user experience without relevant personalization and targeting data will feel inferior and insufficient to the consumer.”

This is not the simple rules-based personalization of old, either.

“Just using a set of rules to personalize content is not enough anymore,” says Kantor. “Creating an algorithm that sifts through large amounts of data to find out what a certain user will best respond to is now table stakes for personalization.”

3. Atomic Micro-Content

AI is increasingly assembling content for end users, and this is leading to the rise of atomic content. Atomic content is short, standalone content that can be autonomously mixed, matched and served based on a specific user request or situation. Atomic content significantly enhancing just-in-time and highly personalized content.

“I think the biggest opportunity many marketers are missing is in creating atomic content that is autonomous and bite-sized,” says Rice at Kaleidico. “This content should be constructed in such a way as to cleanly be mixed, matched, ordered, reused, and served to the consumer or platform in a very personalized way.”

AI assistants are grabbing from atomic content, and so is Google. Google searches themselves are starting to assemble search engine results that leverage this atomic content — pulling Google My Business data, Google Maps data, featured snippets, organizing common follow-on search queries/questions, video, and all sorts of other bite-sized enhanced content.

Marketers at many forward-thinking companies also are starting to put together a collection of content resources that can be mixed and matched as needed.

4. Intelligent Chatbots

Live chat on the company web site is old news; two years ago, a list of tech trends affecting marketers might have included live chat. Now, chatbots that actually serve customers without much in the way of live human interaction is the chat tech that is changing marketing.

“AI chatbots are really coming into their own,” says Rice. “AI chat platforms are becoming mainstream, and traditional live chat providers are scrambling to get up to snuff as this becomes the new norm.”

Some marketers are using chatbots as complete customer interaction solutions, while many are mixing them with a human overseer who helps out chatbots when the conversation gets overly complex.

5. Natural Language Generation

Finally, natural language generation is starting to change marketing.

Many marketers are familiar with natural language processing (NLP), which is technology that parses text written by humans so AI understands it. Natural Language Generation (NLG), on the other hand, does the opposite: it takes a large amount of data inputs and automatically constructs content meant for humans. NLG is content creation by robots, basically, and the technology for this is now available.

“For marketers, this means more efficiency around timing and costs when it comes to producing content,” explains Kantor at Organic. “For example, email newsletters sent to customers can be automated and created by AI through leveraging NLG.”

Most marketers won’t take advantage of all these tech trends. But they should consider embracing at least a few of them.

“I’d say if marketers are not seizing on at least one of the trends mentioned above, they are missing a big opportunity,” sums up Kantor.